Earlier this year, Whoopi Goldberg opened her second cannabis company after her first venture closed last year, and she is far from the only celebrity taking on a role in the cannabis industry. With the journey to federally legalize weed finally progressing, more celebrities are jumping on the bandwagon.

Despite the growing mainstream acceptance of weed, the cultural perspective is still not entirely positive. Celebrities participating in weed culture are nothing new, but celebrities choosing to invest or open their own businesses may increase the social acceptance of the plant in the public’s eyes.

Here are four celebrities who invested in the cannabis industry:

Gwyneth Paltrow

This Academy Award winner and Goop CEO has partnered with Cann, a cannabis-infused beverage maker, focusing on creating nonalcoholic beverages infused with cannabis. Gwyneth has been known to speak highly of marijuana and its medical benefits from as early as 2017.

Kristen Bell

Although actress Kristen Bell has been a proponent of CBD products for a while, her recent partnership with Lord Jones represents the first time that she’s launched her own brand, Happy Dance. She explained that she created her brand with the intention of developing a line of high-quality products that are available to all consumers at affordable prices. Happy Dance consists of three relaxing products: body butter, a bath bomb, and a coconut melt.

Jaleel White

Known best for his role as Steve Urkel in the show “Family Matters,” Jaleel White has created his own brand, itsPurpl, and partnered with 720 Labs. The brand sells several types of cannabis products and accessories, and is the only one in the industry to focus exclusively on purple weed, which has long interested cannabis users. While the differences are primarily aesthetic, the deep colors and aromatic scent are enticing to many

Martha Stewart

One of the most successful celebrities on this list in her weed ventures, Martha Stewart has participated in the industry in a variety of ways, including hosting a cooking show with Snoop Dogg and launching her own brand of CBD products. Last year the lifestyle branding guru launched her own line of CBD products in partnership with Canopy Growth. The line, called Martha Stewart CBD, creates products focused on the health and wellness benefits of cannabis products.We expect to see mainstream acceptance and knowledge of the potential health benefits of cannabis grow as people see their favorite celebrities joining the industry. With more choosing to jump on the bandwagon, it looks like weed is the next big thing in Hollywood.